Thursday, September 5th, 2013 - Roy Morgan Research

Guardian could add ‘Satisfaction’ to its tagline of ‘Advice. Trust. Care.’ The pharmacy has extended its lead as the chain with the highest proportion of satisfied customers, the latest research from Roy Morgan Single Source shows.

In the year to July 2013, 91.7% of Australians 14+ who had shopped at Guardian within the last four weeks were ‘Very’ or ‘Fairly’ satisfied, keeping the pharmacy chain ahead of competitors Chemist Warehouse (88.9%), Terry White (88.2%), My Chemist (88.1%), Priceline (87.7%) and Amcal (86.6%).

Guardian has moved from last to first since July 2011, and is the only one of these pharmacy chains to have improved over that time. The leader two years ago, Amcal has suffered the sharpest decline by dropping over 4% points, while another former satisfaction frontrunner Chemist Warehouse has maintained second placing even among a rapidly expanding customer base.

Geoffrey Smith, General Manager – Consumer Products, Roy Morgan Research, says:

“Guardian’s lead in customer satisfaction among its competitors suggests their strategy toward ‘Advice. Trust. Care.’ as mentioned in their motto is resonating with their customer base. Chemist Warehouse is close behind in customer satisfaction levels despite doubling the size of its customer base since 2009.

“The results suggest a very competitive market among the retailers with both the largest and one of the smallest pharmacy groups offering similar levels of customer satisfaction. The need for retail groups of any size to better understand and engage with their customers has never been greater.”

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Source: Roy Morgan Single Source (Australia), Aug 2009 – Jul 2013, average yearly sample = 19,576

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

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pharmacies survey

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